Five years of millet encountered situation and five years of the same, where the guests also learn millet?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Original title: Five years of the situation of millet encountered and five years of the same, and now every customer should learn millet? No Zuo no die, why just don't understand!

"It times weekly Editor's note" Lei and his "small partners" under the control of enterprises, can not help each other instrumental, especially millet, now has become a fan of the object of learning. However, Zong Ning thinks, five years of millet encountered situation and five years of every guest almost the same, this time where guests choose to learn millet mode self-help, is clearly impossible. In a study of the noise of millet, Zong Ning's point of view is worth thinking.

In every guest decided to learn from millet, in fact, Millet is falling into a greater crisis. Millet just introduced the millet route price is very high but not very good to solve the basic problems of the Internet, after a campaign, millet and in a little scream of the press conference on the launch of the price is not the people of the Millet TV 2, it is worth mentioning that the Millet TV 1 did not mass production. If the route and TV millet are on the technical threshold, then almost completely copied the ipad mini appearance plus the iphone 5c color of the millet tablet should be more mature technically, but the same deep saliva, from product to color to the full copy of the poster Apple, apparently unacceptable. But these products are not the biggest millet crisis, millet is the biggest crisis is red rice, hot rice sales are five times times Misan, Millet himself buried its own enthusiasts positioning and 1999 price. Five years of millet encountered in the situation and five years of every guest almost the same, this time where guests choose to learn millet mode self-help, is obviously impossible.

Every guest is a teacher of millet

Where the rise of the guests and Millet has a high degree of similarity, where the guests catch up with a cock silk culture of the era and millet is catching up with the smartphone replacement tide. Every customer's brand logic is that although I am very cheap, but I am a guest, so not cheap. The brand logic of Millet is, although I am very cheap, but I am the enthusiast, I am very high-end. Almost the same, simply put, is to give cheap packaging a culture, so that cock Silk fans later feel better.

From this point of view, every customer brand actually do more successful. After all, the mobile phone price is dozens of times times the T-shirt, and every customer's sales customers than millet no less, even the spokesperson's awareness of more than a lot of millet. So Millet walk In fact is the old road, in the essence of the routines and methods, millet is learning Fank. And now the problem of millet is in fact the problem of every guest. For example, after the category ceiling, do not expand the category. This is necessary for those who pursue growth and do not pursue profits, where the customer expands and then falls into a mire. Now Millet is also expanding, the press conference on the Scream is less. And popular with the city help activities, also spread 200 yuan to buy a college student participation rumors.

Every guest has done the culture out, this is very remarkable, any guest does not make the fan also did not focus on completes the product, this is inferior the millet place. But now I am afraid it is too late to learn millet, the most important thing is not appropriate. Can make the culture, actually already compared to do hot spot strong many, where the customer can be called is a phenomenon, and rice noodles has not been recognized by the mainstream society.

Generally speaking, millet learned more, and according to the product improved. Every guest is really touching a stone across the river.

M-marketing is not suitable for every guest

Millet favorite marketing or data marketing, so that the formation of a popular phrase "defy run a point", to deal with all the questions about the Millet mobile phone. Every guest is also trying to learn this style, such as 300 shirts and 22 centimeters of cotton or something. However, for electronic products, configuration competition is almost the only way to determine the price of the standard, the only exception is Apple. And for every guest's textiles, users do not have this habit, and even materials are not the first consideration of the scope. Brand and style is the most important determinant of textile price, and material is only the influence factor under this price frame. For example, the same brand purse will be more expensive than cloth, but it is difficult for you to compare different brands of the same quality dress. In the brand, the 29-dollar T-shirt started out is obviously not a can increase the value of the product brand (so will promote the clothing library is the manufacturer), and in the style, where the customer is the main shirt suit jacket and so on is obviously the standard of clothing, is basically the industry's explosion, where there are sold, the price is similar. Do clothing is obviously more than do mobile phones, so, clothing brand and channel more finely, you can not like millet tied Apple propaganda to death. And Uniqlo such a big clothing brand, the price is not expensive, you bundle of propaganda oneself also did not have too many advantages.

The biggest problem is still out in the customer unit price, with the same tactics and expenses to publicize, eventually 100 people buy mobile phone or buy shirt consumption amount is obviously far different, publicity costs are not. From this point of view, every guest to do the cultural marginal income is obviously higher, and do fans, do not say these cheap clothes have any good powder. Do 10 million fans to sell 10 million mobile phone is on the tens of billions, sell 10 million shirts but hundreds of millions of, the former can play hunger and thirst marketing, after all, buy bulky to deliberate, the latter is the limit is dead, and find a Taobao shop to buy shirts minutes, why to wait for you?

Millet line to do is the brand, take the goods are mostly offline channels, including the regular contract machine and cattle. Every customer online below the channel obviously can't break through, Macaulay all do this to die. And now to do the brand in any case can not overturn the previous 29-dollar T-shirt or the object, is obviously futile. Of course, not only customers can not rely on the rice-style marketing, now Millet has embarked on the old road.

"It time weekly annotation" Every customer's advantage in addition to vertical integration, another to impress the industry is marketing. Regardless of the popularity of the object, or hit "China good Voice" marketing, have achieved very good results. But the problem is, marketing is successful, people know every guest. What is the customer brand? Low end, fast elimination, fast fashion? It's not high-end anyway. In other words, the customer is not through the brand to obtain a higher premium capacity. To improve the brand premium, ultimately, the product to decide.

Who can save the soldiers?

The decline of every guest is the result of the change of the Times and the success of every guest, which is not a question of method but a trend. The vertical electric quotient is not to be the guest not to die, but most is not. I have always insisted that cheap is not a brand, but a promotion, through the cheap creation of these fast brands obviously did not learn the essence of real Fast brand, industrial chain control rather than marketing gimmick. Gimmicks and marketing can make you a surprise, but you can't stick to it. The same thing happened when Huawei Lenovo, a company that started conditionings Internet marketing, had a huge pressure on millet. The obvious point is that in Lenovo almost round Qualcomm top chip, Millet had to put on the false propaganda pressure to Misan chip for the secondary model. The inability of this industry chain will eventually lead to huge problems, which is why rice TV can not be mass production, and the rice route three version after the Internet function is a major cause of defects.

For every guest's clothing, the industrial chain of the primary and simple, but also can be regarded as a solution is the shoe series, and is currently the only special team in the design of the category. Why this category I think to do better, because although cannot reshape the brand, but at least in the style, has the autonomy. And as I said before, the dress is a very important style.

Of course, this can not save the customer is not easy to say, because every customer's decline is a trend of decline, the remedy is a technical remedy.

"It times weekly Bianhouyu" a brand is difficult to achieve differentiated product positioning, like every customer became a stall goods, Millet became a student machine. And now every customer and millet, no matter how to change the marketing strategy, in the client positioning has become so, rely on marketing to push up the brand, in the absence of products to do real reality, the possibility of change is very small. So at this stage, every guest and millet difficult in the category of a big change, even if it is forced to change, the result is tragic. "Responsible editor/Liu Jiaqing"

Zong Ning, from media people, micro-credit public account zn10961242.